In 2023, creative agency Cowboys collaborated with French underwear brand Undiz on a poster advertising campaign using artificial intelligence. The campaign's visuals, including the models and their environment, were entirely generated by Midjourney's AI. The only non-virtual elements are the products featured: the brand's swimwear, represented by real photographs.
Artificial intelligence, with tools like Midjourney, has made a dramatic entrance into the world of graphic design, creating a divide among industry professionals. For many graphic designers, AI offers unprecedented possibilities, enabling them to generate images in record time, test concepts and experiment with a freedom previously unthinkable. For them, AI is an ally that boosts their capabilities tenfold and meets the growing demand for visual content, evoking productivity gains of over 50%.
Considerable time savings, but at what price?
For other graphic designers, this growing dependence on AI is alarming. While AI makes it possible to create quickly, it also risks standardizing graphic production, levelling artistic quality downwards. The work of the graphic designer, once a work of patience and reflection, is increasingly reduced to the manipulation of algorithms. "AI is the end of originality", say some, who fear that graphic designers will become mere technical operators, losing their status as artists.
Despite the performance of AI, the role of the human designer remains central. The mastery of vocabulary, the sense of design, and the ability to combine AI-generated results into a coherent, impactful work are skills that only a person can bring. Graphic design isn't just about assembling images; it's about thinking deeply about the emotion, the message, and the intention behind each project. AI tools, however sophisticated, are still far from being able to replace this human complexity.
A still vague legal framework
The absence of legal protection for works created by AI adds a further layer of uncertainty. Graphic designers are wondering: what is the value of a work without copyright? This situation leads some to reject AI, fearing for the future of their profession. In an environment where authenticity and creativity are supposed to be valued, AI seems to be eroding these very foundations.
A revolution in the making, but for what kind of future?
However, some graphic designers see this technology not as a threat, but as an opportunity. For them, AI can be used to push back the boundaries of creativity, provided it is used as a complementary tool and not as a substitute. AI can enable graphic designers to concentrate on deeper aspects of creation, leaving repetitive and technical tasks to the machine. But the profession still needs to reinvent itself and adopt a more strategic role.
AI in graphic design is still in its infancy, and no one knows exactly how this technology will evolve. Some see AI as an opportunity to push back the boundaries of creativity, facilitating the brainstorming process and speeding up project completion. However, it remains crucial not to lose sight of the very essence of art: human expression.
The question is: in ten or fifteen years' time, how will graphic design have evolved with AI, and what role will the artist play in this new landscape?
